Designtorget

Designtorget, one of the most important drivers behind Swedish design, invited Kurppa Hosk to rejuvenate this iconic brand.

Business design

Brand platforms & strategies

Brand design

Brand development
Brand Identity

Experience design

Communication design
Copywriting

Challenge

Since Designtorget’s first store was opened, competition has increased immensely. Today, numerous players are offering Swedish design both in physical retail and on-line, making it harder for Designtorget to stand out. For Kurppa Hosk, the greatest challenge was to honour Designtorget’s heritage whilst putting the brand in a modern context.

Approach

Since Designtorget is a stage for design and designers, it was crucial to create an identity that didn’t overshadow these actors yet conveyed its values of playfulness, curiosity and passion for design.

Celebrating a true catalyst of Swedish design.

Outcome

The guiding star for the brand identity was Designtorget’s Scandinavian legacy of simplicity and clarity. The “D” and the “T” of the logo form a symbol that can be interpreted as two objects or a friendly character. Accompanied by a systematic typographic approach and a set of sophisticated colours, these elements comprise the reinvented Designtorget brand identity.